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Healthcare Glossary

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Comparative advertising

Advertising which compares a company's product with that of competing brands. Must be used with caution to avoid accusations of misrepresentation from competitors. Comparative advertising can be advantageous to the marketplace as it informs consumers upon differences in products and allows rival businesses to state why the buyer should chose its product over another product.

See also:
Market challenger
Advertising Research
Fair Balance

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Blue Latitude Health is a creative marketing consultancy. Founded in 2003, our combination of heritage, approach and capability gives us...

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